A new range of Bing toys is now available featuring popular characters from the multi-award winning series produced by Acamar Films.
The toys, from the independent studio’s Master Toy partner, Golden Bear, include Peek-a-boo Bing and the Bing Lights & Sounds Fire Engine, which have been recognised with Gold and Bronze awards respectively by parenting product review site MadeForMums.
The full range is supported by Acamar Films and Golden Bear with an extensive marketing campaign including YouTube, programmatic display and paid social advertising, influencer marketing and promotions across Bing’s social channels, website and newsletter.
Peek-a-boo Bing draws from the Bing episode Hiding, and has wiggling ears to hide Bing’s face. Suitable for children from ten months, the toy also speaks 20 different phrases.
To support the launch of Peek-a-boo Bing, Acamar Films has animated a new Bing video featuring Bing hiding his eyes and shouting “Boo!” as Flop, Padget and his friends appear in front of him. A new social media filter has also been created for the launch. Available to Meta users, the filter lets grown-ups take photos or videos with moving Bing ears that cover up and reveal the user’s face in a game of augmented reality peek-a-boo.
Peek-a-boo Bing activities will initially be rolled out on UK-facing platforms with activations to support Peek-a-boo Bing following across different territories as the toy launches. A YouTube and influencer campaign also supports the UK launch with a TV campaign for Peek-a-boo Bing airing in Italy in November.
Taken from the Bing episode Fire Engine, the Bing Lights & Sounds Fire Engine is a sturdy push-along toy with an articulated Bing figurine that can sit in the bucket at the top of the ladder and in the cab. With flashing lights, siren sounds and extending and rotating ladder, the Bing Lights & Sounds Fire Engine is a Bing take on a classic toy. To support the launch, Acamar Films hosted a Fire Engine social party on Facebook in August reaching over 30,000 Bing fans. This social activation has also been supported with YouTube marketing and an influencer campaign. Currently available in the UK, the Bing Lights & Sounds Fire Engine will launch in Italy, Benelux, Czechia, the Balkans and the Baltics in 2024.
“These are beautifully crafted toys that will delight young fans of the show while also supporting their early years development,” said Katie Rollings, chief licensing officer, Acamar Films.
Becky Mathews, Sales and Marketing director at Golden Bear, added: “We’ve had a lot of fun producing this range using Bing episodes for inspiration while also considering the ways in which the toys could support and entertain. The plush and the playsets engage children with opportunities for imaginative play while also reinforcing toddler routines and encouraging social interaction and self expression.”
More Bing toys will be available this autumn and winter. Available exclusively at Argos is Hooray Bing plush and the Bing Bathtime Playset. Other new playsets available in the UK include Bing and Friends playset packs, with four, six or 10 character figures. The ten-piece figurine pack is available exclusively at Smyths in the UK and will be supported by a UGC and influencer campaign. The pack will debut in Benelux and Czechia in 2024.
Outside of the UK, Golden Bear has also released two international exclusive plush for autumn/winter 2023, Walking Bing and Blankie Bing.